Peru Liga 1 to undergo name change in light of new alliance with Betsson

Peru Liga 1 to undergo name change in light of new alliance with Betsson

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Category: Blog, Industry News
Posted by: AffPapa
Betsson Group

The Liga 1 football championship of Peru will be going through a name change after Betsson and the country’s Football Federation (FPF) entered a new partnership this week. The championship’s name will be changing for the first time in 20+ years.

Through this new deal, the national championship in Peru will have its name changed to ‘Liga 1 Betsson’, since Betsson is now the the main sponsor of football in the country and is greatly helping out with the improvement of sports in the country based on the values allied with sports entertainment as well as a focus on responsible gambling.

Betsson Group CEO Jesper Svensson spoke of the news and said:

This alliance with the Peruvian Football Federation is a historic step for Betsson Peru. Being part of the first division of professional football is an achievement that fills us with pride, and it also implies a responsibility that we happily shoulder. We are aware of the tough times that sport is going through all around the world, and for this reason, through this sponsorship, we are contributing towards the development of Peruvian football this year.

The newly renamed Liga 1 Betsson 2021 is set to become the 105th edition of the Peruvian First Division, and the third to be held under the name Liga 1. The championship will start soon. In terms of graphics and design, thanks to this new partnership, Betsson’s logo will be featured on both the visual material as well as the digital platforms. It will also be incorporated into the corporate identity of this tournament.

FPF Marketing and Commercial Manager Benjamín Romero also mentioned:

It is very important for the League that a brand as relevant as Betsson joins us as the main sponsor and that the Peruvian tournament changes the name to Liga 1 Betsson this season. This encourages us to continue the work and add value to the growth of the national sports industry.

Betsson Peru also issued a statement in which it said that this move was a rather important one, and was not just a simply change of the championship’s name.

The company stated:

It also consolidates Betsson Peru’s commitment to the development of Peruvian football, promoting as its central axis the #JuegoResponsable campaign – an initiative that promotes responsible gaming on all levels, offering its customers tools that allow them to enjoy the game without exceeding their limits.